Like hiding in international test
Instagram’s currently testing the removal of likes on its platform. “Like hiding” carries out internationally, inc Australia, Japan, NZ, Ireland, Italy, Brazil and Canada in May. The trial lets users see a user name “and others” under posts. Why? Users can still view the amount of likes on their posts. However, there’s growing concern social platforms are detrimental. Contributing to low self-esteem and poor mental health in young people. Although, minimal studies back this claim.
Quality over quantity
IG want followers to focus the quality of what’s shared. Not the number of likes. However, the two often link. Number of likes can equate to its quality. Anyhow, only the account user and user that shares will now see its total likes. Effectively removing the metric from the equation. This will better gage a posts overall quality. IG now seek to hide total likes from photos, videos (main feed), profiles and permalink pages.
The ticket to secrecy or authenticity?
Adam Mosseri’s main aim is to reduce stress while posting, as users compete over the number of likes. However this is no surprise. IG likes have turned into money making metrics. With Influencer’s chasing every like to boost engagement and post royalties. So, instead of like competition. The trial looks to help users engage and connect more with people. What does this mean for influencers?
Like hiding is IG’s ticket to improve authenticity. Likes currently measure the popularity of a post. This equates to success. Although, IG will change this, with authentic posts appearing as the most successful. Users are more likely to engage with a post on its merits, as opposed to overall reactions. This means that so long as influencers’ content engages, they shouldn’t need to worry. Shares as well as likes should come in, regardless of who sees them. Post analytics will still be measurable. However, they may need to look at combining other metrics to gauge a post’s success.
